Fiera Milano prepares for the 2026 Olympics and accelerates abroad

This was one of the priority objectives of the 2024-2027 strategic plan: to rebalance the differences in seasonality between even years and odd years in terms of portfolio and, therefore, results, focusing on different assets: from the strengthening of exhibitions to activities abroad, from the strengthening of services to that of the leisure sector. The first fruits of this work are beginning to be seen, says the CEO of Fiera Milano, Francesco Conci, who also recently announced new operations on the home stretch for the exhibition company listed on Piazza Affari. "After a somewhat weaker start to the year than in 2024, due to calendar effects, we are preparing for a second half of the year that is very rich in important events, including international ones, such as the hosted fair Gastech, and Host, which is our flagship event and whose first edition we will also launch in December in Riyadh, Saudi Arabia." In the second half of the year, there are also weighty fairs on the calendar such as Eicma (motorbikes), Micam (footwear), Mipel (leather goods) and the fashion sector events, and Miba, which unites four events related to the construction world under a single umbrella. "The historical moment is not the most favourable and this undoubtedly has repercussions on our events, also trivially in terms of logistics to allow the arrival in Milan of exhibitors and visitors from countries involved in the current war conflicts," explains Conci. However, he says he is satisfied with the forecasts for the numbers for the second half of the year, which allow the group to confirm its announced targets and guidance. Conci puts the accent on the results of the relaunch path started in 2023: Fiera Milano's share price has tripled, in these two years, exceeding EUR 6. Not only: Equita has revised upwards the target price to EUR 7, the highest level assigned by an analyst since July 2007. The difference, Conci points out, is that in 2007 Fiera Milano's market capitalisation was around €200 million, while today it has exceeded €450 million, an increase of 80% compared to its debut value on the stock market in December 2002, at an all-time high. "The value of the volumes traded is also beginning to be of interest to foreign investors," adds the CEO. Undoubtedly, one of the factors behind the upward revision is the strategic partnership agreement signed by Fiera Milano with the Fondazione Milano Cortina 2026 last January, which gives the Milan exhibition centre and the Allianz MiCo congress centre great international visibility, assigning the company an important role as protagonist during the event. The Rho exhibition centre will in fact host the speed skating and ice hockey competitions in two completely renovated pavilions, while the MiCo will be home to the Media Centre. Moreover, in June Fiera Milano won a contract (worth 30.7 million euros) for the design, operational management and decommissioning of the temporary infrastructures that will be hosted in Rho. "Fiera Milano thus enhances its technical-logistical experience, leaving a permanent infrastructural legacy for sports, culture and events, consolidating its role as a national hub for major events," explains Conci. The group also continues to invest in internationalisation: by the end of the year four acquisitions of events abroad - specifically in Europe, Brazil and the United States - should be finalised in as many product segments, which will thus become part of Fiera Milano's product portfolio. In the meantime, the path of consolidation abroad continues, which includes both bringing the most successful events to key markets and creating new events in strategic industrial sectors for the group. This is the case, respectively, of Host Arabia, which will take place between 15 and 17 December in Riyadh, organised in collaboration with local partner Semark; and Find, the event dedicated to the world of design and furnishing and organised in Singapore by Fiera Milano in joint venture with international giant Dmg Events, which will be held from 11 to 13 September. Lastly, Conci emphasises the strategic role of sustainability as a lever for competitiveness, also with a view to enhancing Fiera Milano's attractiveness not only for exhibitors and visitors, but also for travelling international trade fair and congress organisations. In this direction go not only the investments for the construction of a photovoltaic system on the Fiera Milano pavilions, but also the adoption of sustainable solutions in the realisation and provision of services, set-ups, energy and logistics related to the 2026 Winter Olympics, with a circular approach.
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